In this era of connectivity, MarkPlus has found a new customer path that influences consumers’ buying decision and brand penetration in society. These days, being the most popular brand is not enough. When customers begin to consider their choices of brands, they will seek recommendations from their circle of network, such as from family or friends. Furthermore, online forums and social media are gaining wider social recognition and acceptance as sources of information. If customers are convinced, they will buy the particular brands. This will proceed to an action that may result either in customers that become furious about the brand that they launch negative advocacy, or, in customers that become pleasantly surprised about the brand that will voluntarily advocate positively. Either way, both results matter to the brand owners, except that owners’ expectations lay on the latter result.

Every single interaction between customers and brands, and between awareness and advocacy may have a hidden potential to uncover. Somewhere along the customer path from awareness to advocacy lies the decisive touch point which drives customers to advocate a particular brand. This is what every marketer should know.

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The Concept

Each product category has its own uniqueness at certain customer path. Company as a brand owner should understand this phenomenon to capture people’s habits in purchasing these products. This research reveals that not all popular brands have the highest advocacy rate. Understanding this condition may help brand owners formulate the best marketing strategy tailored to each brand.

As a result of increasing connectivity, the decision-making proces of a customer can always be influenced and intervened at any touch point along the customer path, from ‘Aware’ to ‘Advocate’. The ultimate goal of a brand in correlation to the PAR and the BAR, is that every person who knows a brand will want to purchase and finally advocate the brand.

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Understanding brand performance is becoming one of the most critical issues for companies. Branding is a great way to differentiate against other competitors, and it will induce consumers to remember the product. Awareness is indeed important and brand managers realize this. They regularly conduct research to track how good the market actually recalls and recognizes their brands. Spontaneous, especially top-of-mind brand/product recollection is the goal. Some even believe that the share of top-of-mind recollection is a good predictor of market share. From a wider perspective, brand managers also measure brand equity, which includes brand awareness and other elements such as perceived quality, brand associations, and brand loyalty.

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